Paid Media
The Marriage of Search Engine Marketing and Social Media Advertising
A consistent and valuable pattern I’ve noticed while executing both Search Engine Marketing and Social Media Advertising campaigns is that they’re better together. Don’t get me wrong, they can both be successful as individuals. SEM is powerful because it is intent-driven and you capture traffic when people are specifically searching for your product, service, or [...]
Read MoreEffective A/B Testing for Your Text Ads on Google AdWords
Google AdWords A/B Testing is important because provides a better understanding of your audience. Testing provides insights on what kind of messaging works, what product/service features are (actually) the most important, and how the brand benefits customers. These insights get you higher quality scores and lower cost-per-clicks, paving the way to greater returns. For newer [...]
Read MoreHow To Set Up A Last Minute SEM Holiday Campaign
Have you been swamped with work and didn’t have time to research and prepare for your holiday campaign in advance? Here are tips to put up the right kind of search engine marketing (SEM) campaigns and ads so you don’t miss out on those potential sales.First, determine if you have the budget to create a [...]
Read MoreOptimizing Facebook Campaigns and Manually Bidding for Conversions
Facebook’s ad auction is designed to ensure that users see relevant and interesting content from advertisers who are trying to sell their product or service, build brand loyalty and add value to consumers. If you advertise on Facebook, you may be familiar with the platform’s auction concept and automatically/manually bidding for a conversion. Several factors [...]
Read MoreExpectation Setting in Facebook Advertising for E-Commerce Businesses
Last week I was served a Facebook ad on mobile for a mega sale by a retailer I adore. The Facebook ad called attention to the sale details and highlighted multiple products along with the savings in a carousel ad unit. A gorgeous coat struck me. I had to have it. I clicked the “shop [...]
Read MoreSEM: The Branded Campaign
Everyone who manages a search engine marketing (SEM) account is seeking the best-kept secret to boost performance. As a media buyer for Hawke Media, I feel like I’ve encountered just about every type of account possible. One thing that has remained the same is that you should always be bidding on branded keywords.Skeptical? If yes, [...]
Read MoreOptimizing Google Ads for Mobile
With mobile consumption increasing year over year, optimizing Google ads for mobile is something important to keep in mind. Given the smaller screen, you have less real estate to make an impression, so remember to be succinct and present your most important information. Let’s start with your optimizing Google ads via text on the search [...]
Read MoreOptimizing Mobile Search Marketing On AdWords
With more and more people searching on their mobile devices, it’s become critical to have a solid understanding of mobile search marketing on AdWords, especially when you consider the behavior of mobile searches versus desktop. People searching on their phones are usually doing so in a much different way, and for different things than they [...]
Read MoreThe Symbiotic Relationship Between Social Media and SEM
There are a plethora of ways social media and search engine marketing (SEM) can work hand-in-hand to create a "whole" marketing plan that is greater than the sum of its parts. Below are a few of the most evident ways in which social media and SEM can share a symbiotic relationship:ExposureSocial media can be a [...]
Read MoreHow to use Pay-Per-Click for Guerrilla Marketing
Guerrilla marketing is a great strategy when you are tight on budget and want to do something out of the box that could potentially generate a lot of publicity. It can be in many forms—street art, posters, stickers, packaging, installations—but can they take the shape of paid search?Definitely! Here are some ideas to get your [...]
Read More